Using consumer reviews to assist your ASO efforts

Using consumer reviews to assist your ASO efforts

Mobility and responsiveness – these are two critical skills needed for anyone who enters the arena of mobile application development. Your product must be nimble and quick, but these too, are critical skills your marketing team must employ in the release of that shiny new app. The art of App Store Optimization (ASO) is important during the entire release process.

In a marketplace that features over a million apps in each of the major app stores, developers must manipulate each variable in their media arsenal. One very powerful tool is the use of consumer reviews.

The power of reviews

Being able to harness the energy of raw consumer feedback is like riding a wave. Managing both good and bad press is at the core of your public image. For better or worse – the true measure of you and your product is formed by the users’ impressions. Once you release, the power is in the hands of the consumer.

Your team must be able to respond instantly and individually, in order to reap the value of feedback. Take the time to interact with consumers and let them know that their opinions matter to your team.

You already have a plan in place. You have from the beginning. But if the consumers go in another direction or simply don’t like your idea, you need to be able to really listen and appreciate the value of what you are being told.

The fickle winds of consumer opinion can easily blow in either direction. A stunning app with an established track-record can suddenly be dashed upon the rocks by a sour update, or by the development team not listening to consumers.

The transparency of reviews clearly matters. KISS Metrics conducted a study evaluating average reviews in connection to app store rankings and it found that the most positively rated apps ranked highest on a given keyword. Those reviews are being offered by users as their reaction to your new app. How you respond to those words will determine how the market views your product. In other words, reviews are vital.

Increasing the volume of reviews

There are several ways in which you can increase your app’s reviews. One way to do it is through app reviews plugins. This is a pop-up screen that appears after a bit of usage, asking the consumer for their opinion. You should be sure to delay the activation of the plugin. Give the user the opportunity to get comfortable and really discover all of the features you’ve built into the app. If you ask users to review when they first open an app before they’ve actually had a chance to try it, they may be displeased and leave a negative review instead.

The best way to get a positive review is to build a high-quality application that makes a significant difference to your users by either helping or entertaining them. The more satisfied users you get, the more likely they are to leave a positive review, with little to no reminder or encouragement from the app.

Managing negative reviews is a metered skill. It takes time and patience to respond thoughtfully to whatever may be written. How and with which words you respond, will determine if you are able to yield a net favorable response.

Keep in mind that this is a difficult task. It often takes time, energy and patience. Be ready to have your greatest weaknesses publicly highlighted. At your moments of weakness, how you respond to your critics will determine if you earn their respect and future business.

Contact Colure today to establish a plan to help define you next mobile app.